Discretion comes in form of new letter

By Brian Harper, Postmedia News

Originally published: April 12, 2012

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Through good times and bad, the 300 sedan has been many things for the sometimes beleaguered Chrysler, primarily (and arguably) the most successful and enduring representative of the automaker’s bold, in-yer-face styling designs over the past dozen or so years. With its bulked-up, square-shouldered appearance and attendant bad boy image (the latter courtesy of the V8 Hemi-powered 300C), one thing it has never been is discreet — until now.

For 2012, Chrysler has suffixed a new letter on to the 300 name — S. The intent, the automaker informs, is to take the brand “in a new direction with world-class ride and handling, discreet exterior styling elements, contemporary interior materials and state-of-the-art technology features.” In other words, Chrysler is yanking this 300 version off the mean streets and sending it to finishing school.

In anything other than the über-performance 300C SRT8, the flagship four-door has, depending on the trim level, done double-duty as a family/luxury sedan. The $40,000 300S, however, dials up the luxury quotient, while a reworking of some of its mechanical bits adds a more European flavour to the driving experience. Said reworking isn’t extensive — larger 20-inch all-season performance rubber, bigger brakes, performance-tuned chassis (when the car is fitted with the 5.7-litre Hemi V8) with 25% quicker steering and 20% heavier on-centre feel than on the base 300 — but it is effective. For a full-sized car tipping the scales at a hefty 1,962 kilograms, the 300S is pretty agile. If I closed my eyes (not something recommended while driving, by the way), I could convince myself I was behind the wheel of a large European sedan — at least until I goosed the throttle.

Say what you will about old Detroit tech, but the 363-horsepower Hemi V8 is a very effective tool for getting you where you need to go — in a hurry, if necessary, but also with effortless smoothness when in traffic. You’ll pay for imprudent use, however. Although the engine has Fuel Saver Technology — which cuts power to half the cylinders under light load — fuel economy is far from frugal, especially with city use. I averaged 16 litres per 100 kilometres during my week with the car.

Also from the yestertech department is the five-speed automatic, replete with paddle shifters. A lot of the competition has moved on to six-, seven- and eight-speed autoboxes. That said, the big Hemi generates a little less than 400 pound-feet of torque, so it’s not as though the extra gears are required to achieve a smooth power delivery. However, the 300S is also available with a 292-hp 3.6L V6, which does come with an eight-speed automatic. And, whether powered by a V6 or V8, all-wheel drive is also an option.

According to Chrysler, it wanted to imbue the 300S with a “low-key street presence.” This explains the body- colour fascia accents and mirrors and black-accented headlamp bezels with matching horizontal grille blades in black chrome (replacing the regular chrome). In my books, it’s almost an impossibility to make something as overt as the 300 look low-key, but the alterations do ever so slightly soften the sedan’s personality.

More effective is the interior transformation, starting with the premium Nappa leather sport seats in a striking shade called Radar Red, reminding me of the Connolly hide buckets found in upscale British roadsters from the 1960s — without the smell. The shade is repeated on the doors and centre armrest. I like it — a lot. Now, if you intend to give the 300S a full-on workout, the 12-way power front seats are designed more for long-distance touring than track duty. Other exclusive touches include the use of Piano black throughout the cabin and a matte carbon-fibre look for the accents, replacing the burl wood.

The big shout-out, though, is reserved for Beats By Dr. Dre, touted as a studio-quality sound experience. The setup consists of a 10-speaker audio system, with a 522-watt 12-channel amplifier. According to Chrysler, founders Dr. Dre and Jimmy Iovine worked side by side with the automaker’s engineering team to design and tune the system. While true audiophiles may be impressed by the technology, it was the music that did it for me. The clarity of Jackie Wilson’s high notes on Higher and Higher sent shivers down my spine.

On the centre console, Chrysler’s Uconnect Touch comes with a large 8.4-inch touchscreen that handles everything from the optional Garmin navigational radio to climate control, seat heat and connectivity to personal mobile devices. It’s bright, bold and easier to use than many other systems.

As with this current generation of the 300, there are two issues with the S that bear mentioning. First, the front doors are big and heavy and, for those with short arms, getting them closed involves a stretch and a healthy tug. The second is that outward visibility remains compromised by the body style. While a backup camera is standard, the optional ($1,750) SafetyTec Group — a suite of items that includes adaptive cruise control, Forward Collision Warning and Blind Spot and Cross Path Detection systems — is well worth the coin.

The 300 has always had road presence, commanding a respect from other motorists like few, if any, other domestic sedans. I don’t believe the upgrades to the car are worthy of a new letter designation — Chrysler is devaluing the historic importance of its letter-series 300s by doing so. I would prefer to see something like 300 Special or 300 Midnight Edition. With that said, however, the monochromatic 300S does offer real-world luxury and genuine performance at a very attractive price — and looks both sophisticated and badass at the same time.